To achieve global success, every company needs a wise localization strategy. Gaming companies are no exception. Game localization is a wise tactic which helps you tailor the game experience to best suit your local gamers. Here are three reasons why game localization is so important, not to say inevitable:
Make gamers feel important
A localized version of the game which is written in a native language and has culturally-adapted details will excite and impress gamers even more. They will have the feeling that the game is especially made for them. Personalization in games, which allows players to create their own game direction or character, is becoming more and more popular. Game localization helps players to participate in the dialogues, and immerse themselves in the fantasy world where they can play in their own linguistic and cultural context. Once the language used is totally comprehensible and familiar with gamers, there will be no more confusion on story line or on the rules and instructions of the game. That is why localizing game products is considered an effective way for developers to build relationship with their users.
Increase downloads
More downloads lead to more sales. If you want to increase downloads, there is no other way than going global and entering new markets. Localization is the strategy you need to exploit new potential areas. Asian countries like China, Japan and Korea are among the biggest game markets. Since these countries have low English proficiency and strong preference for native languages, translation is the key for you to conquer these potential markets. Even European countries like France, German or Italy where English proficiency is on top ranking, gamers still prefer their own language.
Increase sales
You can earn revenue per download. The more downloads, the more money you make. Suppose with each person choosing to download your game, you earn $1. Just imagine when that amount is multiplied with millions of players on Earth! If you still doubt the effectiveness of localization, here is the answer: the Return On Investment (ROI) is considerable and very impressive. A publication by Distimo revealed that app downloads and revenue increased by 128% and 26% respectively after translation. However, you have to consider the language for your game localization first before you can reach that millions of dollars. Remember that a game in English can only reach 27% of the market.
Game localization might take some time and extra work, however, the benefits it brings you will be rewarding. Global success is only achievable when you are a winner in local markets.
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